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Stylish home décor and furnishings retailer, Z Gallerie, had a new store popping up in Columbus. With only a couple weeks before its Grand Opening, Z Gallerie was in need of an activation that would grab attention, generate buzz, and get Columbus excited about the new store opening.
To build excitement in the weeks leading up to the new store opening, Event Marketing Strategies crafted an experiential campaign supported by a social media contest to promote a $1,500 Z Gallerie room makeover. For an impact, EMS developed a giant 8-foot tall, three-dimensional “Z” filled with thousands of gold “Z heart C” stress balls.
The Z was placed in two specially selected high traffic areas within Columbus to serve as the event scenes: Columbus Commons and Easton Town Center—one of central Ohio’s most vibrant and popular shopping areas. Both venues boasted a full Z Gallerie furniture and décor display alongside the “Z”.
EMS Brand Ambassadors prompted guests to take a selfie with the Z and post their photo to social media channels with hashtag #WhatTheZ along with their guess of the number of gold balls inside of the Z to win. Participants who registered to win were rewarded with a custom branded ”Z Heart C” vintage tee.
The surprise contest was a success, generating a long line of shoppers awiating outside the new Z Gallerie doors on the day of the grand opening.
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